• Journal of the Korean Home Economics Association
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• v.31 no.2
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• pp.205-212
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• 1993

In order to research the display of the apparel store, 164 women's clothing in Taegu were investigated, from September 1. to October 31.1991. The result was as follows; 1. The perpendicular style of the show window glasses is widely used regardless of the store types. 2. The show window story is most frequently found at street-level in Taegu brand stores, but there are a few multi-storied show windows in National bland stores. 3. The open style background is used in a great part of Taegu brands, but the semi-open style is widely used in most National blands. 4. The arrangement of simular colors is used in a great parts of National brands, but the arrangement of different colors is used in many Taegu brands. 5. The base light and spot light is used at a high rate regardless of the stores, but the mannequin is more often used in National brands and Taegu brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.5 s.164
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• pp.753-764
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• 2007

Apparel goods can be customer-oriented in the extreme and the apparel industry is one of the most customer-centered industries that should maximize customers' satisfaction. Recently, mass customization, a customer-centered system is widely discussed in the apparel industry to provide consumers with new, differentiating, distinctive, yet personalized products. The purpose of this study is to provide useful insights for apparel brands' mass customization(hereafter, MC) implementation by comparing the apparel brands' current status with consumers' expectation. One hundred apparel brands' practitioners and 116 consumers were surveyed in this research. First, we found that, on the basis of the five stages of MC presented by Pine(1993), apparel brands' MC stages were identified. Then, customers' expectation levels were examined according to the five stages. When compared the gap between the customers' expectation level and the apparel brands' implementation, consumers' expectation of MC was significantly higher than the implementation level by apparel brands for the stage 2(customized products creation), the stage 5(modular production). Second, by conducting a factor analysis with the scales measuring the MC activities of the five stages, apparel brands' current MC strategies could be classified as 'mass customized strategy', 'quick response strategy', 'MOT(moment of truth) customized strategy', and 'individualized service strategy.' Apparel brands showed significant differences in mass customized strategy, quickresponse strategy, and MOT customized strategy according to their product characteristics. Finally, consumers' expectation level of MC strategies was significantly different by their characteristics such as shopping orientation.

• Fashion & Textile Research Journal
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• v.18 no.5
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• pp.647-657
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• 2016

This study investigated domestic and foreign cycle wear sizing systems for the domestic market and provided basic data for development of a high functional cycle wear with excellent fitness qualities. Each brand was found to have different dimension items and different sizes as well as size deviation and range according to each item. Therefore, a size selected by referring to the dimension items would be expected to have confusion when selecting a size. Domestic brands are able to selects sizes relatively easily because they suggest sizes mainly by height and weight (which are a universal size). However, the development of a sizing system for domestic cycle wear brands is needed because each brand have different sizes according to its dimension items. Foreign brands are also different from domestic brands in size marking items and sizes according to items. Therefore, the establishment of a sizing system standard for foreign brands is necessary because there could be a problem with fitness in the same sizes selected for domestic brands. Cycle wear is also able to cover various body types due to the elasticity of its material; however, and evaluation of fitness and a follow-up study will be necessary to develop cycle wear with a fitness that is proper for a Korean body type.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• Journal of Fashion Business
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• v.26 no.1
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• pp.140-157
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• 2022

This study examined the types of retro marketing of fashion brands and explored the difference in retro characteristics and nostalgic emotions. Additionally, the effects of retro characteristics on nostalgic emotions and the influence of nostalgic emotions on brand attitude were examined. A total of 33 fashion brands, including eight designer brands, 10 sports and outdoor brands, 11 casual brands, and four SPA brands were investigated to categorize the retro marketing types. An online survey was also conducted of respondents in their 20s to 50s, and a total of 363 responses were analyzed using SPSS 26.0. The results were as follows. First, the retro marketing of fashion brands was categorized into four types including brand heritage marketing, retro design marketing, retro emotional experience-oriented marketing, and brand collaboration marketing. The four retro marketing types showed differences in retro characteristics and nostalgic emotions. Second, the retro characteristics consisted of four dimensions including familiarity, attractiveness, uniqueness, and historicity. Nostalgic emotions consisted of four dimensions including sadness, longingness, comfort, and pleasure. Third, the results showed that familiarity and attractiveness had significant effects on comfort and pleasure, while uniqueness and historicity had significant effects on longingness. Fourth, the results showed that longingness, comfort, and pleasure had positive effects on brand attitude, whereas sadness had a negative effect on brand attitude.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.181-190
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• 2008

Active exploitation of experiential marketing is now practiced in diverse range of apparel brands such as luxury, sports and casual brands. Under such a market environments, this study attempts to verify the effects of consumer's experiential marketing perception by analyzing the formation process of brand attitude. The path from experiential marketing strategic modules (sense, feel, think, act, and relate) to brand loyalty is mediated by brand affect and brand trust. Two sports brands were selected as stimuli brands, and a survey was conducted on 286 consumers in their 20s and 30s. The study validates the importance of sense/feel marketing for apparel brands as it had extensive effects on brand affect which is highly significant in the formation of brand loyalty. As a result of comparative analysis of brand attitude and the path model of its formation for two brands which were different in consumers' perception of experiential marketing brand activities, the study realized that the higher the level of perceived experiential marketing, the higher the levels of brand affect, brand trust and brand loyalty. In particular, for brands perceived as actively engaged in experiential marketing, the path from the perception of experiential marketing activity to brand loyalty was clearly segmented between sensibility and rationality as sense/feel marketing had significant effects only on brand affect, and act/relate marketing only on brand trust. This study verifies the positive effects of perceived experiential marketing activities of apparel brands on brand equity, and proposes the strategic appropriateness of experiential marketing that embeds sensibility and feeling appeals.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.8
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• pp.860-874
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• 2012

This study provides size information on current imported medical compression stockings in Korea. A total 20 brands from 6 countries imported and sold in the Korean on-off line markets were selected for this study and the sizing system of medical compression stockings was researched. The results of this study were as follows: there were size differences among different USA brands according to product type or compression class of medical compression stockings. To establish the sizing system for medical stockings of the German brands, the basic body measurements standard was set as cA, cY, cB, cB, cC, cD, cE, cF, cG, cH, cT, lD, lG, and lT. Italian brands developed the sizing system for medical compression stockings by compression class. In the Swiss brands, size types were sub-divided as 'Normal', 'Plus', 'Short', and 'Long'. The sizing 1 were confined within very narrow limits. There were differences of the basic body measurements between Taiwan brands. The results of the comparison of the size range of the imported brands with Size Korea (KATS, 2010) by two-way size distribution shows that the sizing systems of the imported brands were unsuitable for Koreans. To enhance the suitability of the sizing system for medical compression stockings, a new sizing system for Korean adult males and females needs to be established.

• Journal of the Korean Society of Costume
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• v.64 no.2
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• pp.70-83
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• 2014

This study was done to provide the basic data for improving the sizing system for infants and children's clothing. The 97 brands were surveyed through market research and on-line searching. Size and body measurements were analyzed according to the content of nominal size, type of market, national and foreign brands, and meaning of reference size. The results are as follows: 1. The meaning of nominal sizes was categorized as five cases: the size based on body measurements, the size based on age, the meaningless size, letter cord and combination of 2 out of 4 cases above. The nominal size based on height was most observed, and the meaningless nominal size was second. The meaningless nominal size can cause confusion when consumer buys clothing. 2. The department stores mainly used the nominal size based on body measurements, but the Internet shopping malls largely used the meaningless nominal size. 3. Both national brands and foreign brands mainly used the nominal size based on height. But national brands largely used the different nominal sizes. 4. 41 brands indicated body measurements as reference size and 26 brands indicated product measurements as reference size. Therefore consumers tended to confuse the body measurements with the product measurement.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.838-851
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• 2015

This study explores the level of designer brands' market oriented attitude through a conceptual framework of market orientation. Designer brands have rapidly increased in the Korean fashion market with a competitive environment that pushes designers to improve market oriented attitudes and strategy. Designers working for 20 brands that the government designated as 'promising creative designer brands' were invited for in-depth interviews, 19 designers from 18 brands participated in this study. The generation of market intelligence that composes market orientation meant that the designers were confirmed to collecting different types of information according to information sources. They showed interest in collecting information on the exploration of design trends from overseas designers as well as operational and managerial information from domestic designers. Fashion-related stakeholders mainly collected feedback on design concepts from the press and public institutions. They collected customer feedback from buyers; however, appropriate feedback was inadequate. Designers generally appeared to place less value on the collection of customer responses and opinions; however, two groups of designers showed customer-oriented attitudes according to accumulated experience. The market-oriented attitude of top designers had an important role in designer brands; consequently, top designers should be properly trained to improve market-oriented attitudes to increase market performance.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.894-906
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• 2013

The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.